BET ON YOURSELF + GO BIG IN YOUR BUSINESS
Create exponential course growth and start making sales while you sleep.
Create exponential course growth and start making saleswhile you sleep.
For course creators ready to automate, create an evergreen ecosystem, and level-up their marketing strategy... so they can turn their one-off launches into bigger, more consistent income.
Enroll Now →
Passive Project
Make this your biggest year yet in course sales.
I see you. You have created your course and run a few successful launches, but now you're ready to turn those one-off launches into more consistent income. You're ready to dial up the strategy and hit those consistent $10k, $20k or even $50k months with clarity and more ease.
Hate to break it to you, but relying on live launches alone isn't going to get you there. Instead, what you need is a strategic hybrid approach that incorporates evergreen funnels and maximizes sales without draining your time (true story: I've used this method in my business and haven't had a $0 day since Jan 2020).
YOU HAVE THE COURSE.
NOW IT'S TIME TO BECOME A PASSIVE INCOME BOSS.
DO THESE SOUND FAMILIAR?
You've realized that live launches aren’t the ultimate answer for making money as a course business. The old way of selling courses with live launches alone can be thrilling (those big paydays on close cart day are fun!), but they come with a side order of exhaustion.
Plus, 2022 showed us that launches are unpredictable, with even the “biggest” course creators in the industry having inconsistent, lower launches than ever before.
Maybe you have already thought about “going evergreen”, so you watched someone else’s funnel and then tried to hack it. It seems easy - just a webinar and some emails, right? But when the sales didn't start flooding in, you were left not knowing why. Layering in an evergreen sales system is actually a lot more nuanced than it might seem. Building a funnel that will truly do all the heavy lifting of selling your course takes high-level strategy that goes beyond seeing the surface of someone else’s business.
How do live launches and evergreen funnels work together? And what’s the best way of driving new leads into those funnels and launches? And do you ever actually close the doors to your course? With so many moving pieces of the strategy, it’s easy to get confused on how they work together. It’s like trying to put together a puzzle without the picture of the front of the box.
“The Passive Project has become the backbone of my growth. My motto is 'do what Gemma says' because it has paid off handsomely for me!”
— Dani Paige, Copywriter, DaniPaige.com
You Need
Learn the strategy from someone who has been selling courses for 6 years on evergreen, with yearly growth, millions in sales, and a great profit margin. I’ve tested everything, so you don’t have to.
Building funnels, running launches, and growing your email list are big CEO moves. You’ll get further faster with our coaching team supporting you: Gemma, Launch Expert Chelsea Wallace, and Paid Ads Expert Melissa Litchfield.
I’m not here with a “one magic trick!” kind of promise. Instead, I’m teaching you my proprietary hybrid approach that uses a few core strategies to maximize sales. We’re going to diversify your business so you never feel like you have all your eggs in one basket.
LET ME INTRODUCE:
The Passive Project
The program for experienced Course Creators who are ready to enroll students more consistently in their offers, build an evergreen sales system, and sustainably grow their revenue to $100k/year and beyond.
THE PROGRAM INCLUDES 3 CORE COURSES IN THE CURRICULUM THAT YOU'LL IMPLEMENT TO INCREASE YOUR CASHFLOW THROUGHOUT THE YEAR
(+ A BONUS TO ACCELERATE AUDIENCE GROWTH):
Evergreen Experience
Build a personalized, evergreen sales “machine” that runs on autopilot. Forget pushy sales tactics, and instead create an experience where your new leads feel seen and excited to enroll in your course. This 21-day primary evergreen funnel will sell your course 24/7 and become the main lead magnet in your business. You’ll learn how to analyze the metrics so you can easily optimize your funnel over time, as your business evolves. No matter how big your business gets, getting sales notifications when you're away on vacay NEVER gets old.
COURSE #1
Value: $1497
Forever Funnel
Beyond your primary evergreen funnel (which is what you'll build in Course #1), you'll still want to make sales after that 21-day period. This is where long-term email marketing comes in! But it doesn’t always have to be real-time newsletters. Inside The Forever Funnel, you’ll learn a strategy that NO expert is talking about and build out a 6, 9 or 12-month email funnel to automate even more sales on a longer-term basis, so you can provide different “pathways to purchase” for your audience. As a bonus, we’ll show you how to sell secret upsells, downsells, and other offers, completely hands-off.
COURSE #2
Value $997
Launch University
Evergreen is amazing (and you could leave it at that!), but we have seen that layering evergreen with live launches together creates the most maximized revenue potential. Running a few live promotions a year creates hype, awareness, injects fresh life into your course, and turns into a sweet sales spike in your Stripe dashboard. Inside Launch University, we're handing over our launch playbook and plug-and-play Launch Campaigns. Use these to run chill launches when you feel inspired to (and no, you don’t have to turn off the evergreen while you do it!).
COURSE #3
Value $997
Audience Accelerator
Once you have your evergreen system in place and chill launches planned, it’s time to pour fuel on the fire with accelerated lead growth. You'll go into the Audience Accelerator and select a “Lead Gen Sprint” each quarter to work on. These sprints include a variety of organic and paid marketing strategies to help you effectively grow your audience.
BONUS
Value: $697
How does this sound?
THE RESULTS
01
Welcoming new students consistently into your courses + offers.
02
Email list growth + launches that feel creative and fun, not stressful and lacklustre.
03
Knowing that your courses are being sold 24/7, even when you step away from social.
04
Understanding how to use metrics in your business to make data-driven decisions.
05
Increasing monthly revenue with diversified ways for people to purchase.
Enroll Now →
HOW IT WORKS
no. 01
The Curriculum
The Passive Project includes a comprehensive curriculum with templates and tools that you will use to build your evergreen ecosystem, run launches, and grow your sales.
no. 02
The Calls
Every month you'll join a live group call with Gemma, where she will share new insights and trends in the course space and dive into student Q&As.
no. 03
The Community
Beyond Gemma, you'll receive access to a Launch Coach and a Paid Ads Coach for ongoing feedback and support. Plus, you'll also get a copy of Elevate Magazine each month for ongoing learning, new swipes, and more!
IS THIS LIKE A MEMBERSHIP?
Absolutely.
We offer course content and a membership style platform, to bring the best of both worlds together.
As a Member, You'll Receive:
- Monthly CEO Coaching Calls with Gemma, where she teaches a workshop on a hot topic and makes time for Q&A
- Monthly Q&A Coaching Calls with Melissa Litchfield - bring your questions around paid ads and get her conversion-focused eyes on your business
- Quarterly Launch Clinics, where you can plan a launch or debrief one with our Lead Coach Chelsea Wallace
- Weekly Feedback and Support inside our Students-only Facebook Group
And the best perk?
An issue of our digital magazine, Elevate, will hit your inbox every month. The magazine includes new templates, swipe files, articles, how-to videos, and more... each and every month!
Enroll Now →
from CHRISTINE BLUBAUGH:
“The monthly calls with Gemma and templates alone are totally worth it!”
Next Review →
What do you want your business to look like a year from now?
GO FROM "COURSE CREATOR" TO CEO.
select the plan that works for you:
Payment Plan
Passive Project Plus+
- Lifetime Access to the Curriculum Library
- 12 Months of CEO Calls with Gemma
- 12 Months of Q&A Calls with Melissa Litchfield
- 12 Months of Quarterly Launch Clinics
- 12 Months Access to the Members' Lounge
- 12 Month Subscription to Elevate Magazine
- Insider Perks + New content throughout the year
- 1:1 Kick Off Call with Gemma to establish Custom Growth Gameplan
- 3 Personalized Work Audits: Submit your work and receive a deep-dive review with feedback (Examples include your evergreen webinar deck, funnel emails, sales page, etc.)
- Monthly Small Group Q&A Call hosted by Gemma for roundtable, hotseats, and accountability data review
- Lifetime Access to the Curriculum Library
- 12 Months of CEO Calls with Founder, Gemma
- 12 Months of Q&A Calls with Melissa Litchfield
- 12 Months of Quarterly Launch Clinics
- 12 Months Access to the Members' Lounge
- 12 Month Subscription to Elevate Magazine
- Insider Perks + New Content throughout the year
- PAY IN FULL BONUS: Build Your List Bootcamp (a course about how to grow your list using collaborations!)
6 Payments of $555
Full - Waitlist Only
best value!
One Payment
1 Payment of $2997
“Gemma is relatable and smart as hell. I love her transparency. She's out there trying new things and then sharing what she learns so that we benefit. I love that! ”
— Jacqui Acree, EFT Practitioner and Passive Project Student
You're ambitious. I can feel it ;)
But if want to cut out the messy middle on the way to growing your course business, you want someone to tell you what works.
The Passive Project brings together the best of a course, membership, and group coaching program all rolled into one. And every year it gets a refresh to ensure the curriculum, deliverables, and support are aligned with getting students results. The 2023 version is the best it's ever been. If you've been looking to join a program to learn the higher-level strategies alongside a group of smart AF peers, this is it.
you're in the right place.
AKA THE DREAM TEAM
Meet Your Elite Coaches:
Melissa Litchfield: Founder of Litchfield Media and runs ad campaigns for 6- and 7-figure entrepreneurs (including Gemma's).
Samantha Ste Marie: Gemma's "right hand" who is an expert in all things systems and automation.
Let's Do This →
Build an evergreen funnel, selling your course on autopilot (our students usually work on this as their first project).
Increase your average monthly revenue by having multiple strategic ways of selling your courses and offers.
Have more consistency in your sales, so you can a) breathe and b) run live launches when you feel creatively inspired to.
Increase your launch revenue with our Launch Campaign 'Sprints' (plus feel way more chill doing them!).
Build out your product suite with secret upsells and downsells that support your funnel and increase your bottom line.
Be a boss at email marketing and have longer term nurture content automated (heyyy, forever funnel!)
Enroll Now →
kind words
“Inside PP, I never feel like just another member. My questions get answered and Gemma is constantly challenging and coaching the members to win as course creators. ”
One recent win was when I took Gemma up on her challenge to create and sell a Black Friday offer and I made $6.5K in 7 days on this beta product! Gemma's an open book and always willing to share what she's also learning and working on in her business.
- DESOLA DAVIS, DESOLADAVIS.COM
kind words
“I didn't think it would be worth it. It was. I didn't think it would work for me. It did. I didn't think I'd be *that* success story. I am. ”
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- CAMILLE S.
In 2017, I created and launched my first course for bloggers. And even though I only made a few thousand bucks from it, I was hooked. I saw that using online courses, where I didn’t have to trade my time for dollars, was how I wanted to grow my business. Six years later, and multiple millions in revenue since, I have nailed the sweet spot. I work 25 hours/week, employ a lean team, have about a 50% profit margin, and love what I get to do every day.
i can help because i've been there
With my first course, I didn’t know how to consistently make sales.
Getting founding students is amazing, but the launch-to-launch rollercoaster was inconsistent, unpredictable, and not easily scalable. Waiting until the next “open cart” to welcome students meant huge gaps between sales and I hated having all my eggs in one basket.
Instead, I discovered that building a robust evergreen system that sells my courses 24/7 (while still throwing in a fun launch every now and again) was the secret to maximizing sales.
The Passive Project is the only one of its kind because...
WE BRING TOGETHER EVERGREEN + LAUNCHING.
Some coaches teach their method of “going evergreen”, while others walk you through a launch style to plug and play into your business.
And while both options are great, the magic really happens when you strategically combine the strategies together, and then take it further by layering in the Forever Funnel.
This is why we focus on building out the 3-part hybrid system inside The Passive Project.
AND WE DO IT ALONGSIDE YOU.
The Passive Project is not a self-study program. Take the curriculum at your own pace, but we are here to help and coach you through it inside the Members' Lounge.
Inside the Members’ Lounge, you get access to monthly CEO calls with Gemma, monthly calls with our Paid Ads Conversion Coach, Melissa Litchfield, and daily feedback from our Launch Expert, Chelsea Wallace.
The Lounge is always buzzing with conversation, collabs, and connections.
The value is incredible. As with anything, you'll get out what you put in!
This program includes everything you need to do that thing
This program includes
You have the vision for your business. Let me hand you the strategy so you can make it a reality...
everything
you need
to GO BIG WITH YOUR COURSE
If you want this to be the year that you finally commit to:
Creating a life-changing business.
Building a system that will increase your sales.
Attracting your dream clients and working on a business that lights you up.
Building a hands-off sales system so you can spend more time operating in your zone of genius.
Creating and sustaining processes and systems for added efficiency and profitability.
Feeling more balanced, and rested, and in alignment with what you're wanting to create for your life.
Enroll Now →
Join the Crew
Get your money back if it'S NOT THE RIGHT FIT.
Try it for 7 days
If you join PP and find that the fit isn’t right, request a refund within 7 days of purchase and we will send you 100% of your money back. There are no strings attached, no forms to fill out, and nothing to prove. We know this program has incredible value and want you to feel confident enrolling in it.
100%
money back guarantee
This for you if:
is
YOUR BUSINESS MAKES AT LEAST $25K/YEAR
YOUR COURSE IS PRICED AT $200-$2K
YOU ARE AMBITIOUS + READY TO PUT IN 5 HRS/WEEK TO GROWTH ACTIVITIES
It's probably for you if...
not
YOU HAVEN'T LAUNCHED YOUR COURSE YET
YOU DON'T HAVE AN AUDIENCE OR EMAIL LIST
YOU ONLY SELL HIGHER TICKET ($3K++)
Let's do this thing.
SO WHAT ARE YOU WAITING FOR?
select the plan that works for you:
Payment Plan
Passive Project Plus+
- Lifetime Access to the Curriculum Library
- 12 Months of CEO Calls with Gemma
- 12 Months of Q&A Calls with Conversion Specialist, Melissa Litchfield
- Quarterly Launch Clinics with Chelsea Wallace
- 12 Months Access to the Members' Lounge
- 12 Months Subscription to Elevate Magazine
- Insider perks + new content throughout the year
- 1:1 Kick Off Call with Gemma to establish Custom Growth Gameplan
- 3 Personalized Work Audits: Submit your work and receive a deep-dive review with feedback (Examples include your evergreen webinar deck, funnel emails, sales page, etc.)
- Monthly Small Group Q&A Call hosted by Gemma for roundtable, hotseats, and accountability data review
- Lifetime Access to the Curriculum Library
- 12 Months of CEO Calls with Gemma
- 12 Months of Q&A Calls with Melissa Litchfield
- 12 Months of Quarterly Launch Clinics
- 12 Months Access to the Members' Lounge
- 12 Months Subscription to Elevate Magazine
- Insider Perks + New content throughout the year
- PAY IN FULL BONUS: Build Your List Bootcamp (a course about how to grow your list using collaborations!)
6 Payments of $555
Full - Waitlist Only
best value!
One Payment
1 Payment of $2997
QUESTIONS
What kind of evergreen funnel do you teach?
Most people think that evergreen funnels need to have a thousand countdown timers and fake urgency. That’s NOT what we do inside The Passive Project. The type of funnel we recommend for our 21-day primary evergreen funnel is webinar and email based. We have hundreds of success stories from past clients with this model. However, if you want to switch up the webinar for a private podcast series or video series, we show you how to do that. The most important part of a funnel isn’t actually the way the content is delivered, it’s about the content itself and knowing how to craft a sales experience that effectively uses internal motivation, external urgency, and a personalized experience for your audience. Once you've built your primary evergreen funnel, we layer a second funnel on top - the "Forever Funnel".
What’s the difference between an evergreen funnel and a forever funnel?
I thought you might ask that ;) The way we teach growing an online course business is by bringing together three strategies: 1) A primary evergreen funnel, 2) A forever funnel, and 3) Live launches. We call it the Triple Threat... because it works! The primary evergreen funnel is your main funnel that you direct leads into right away and lasts around 21 days. The forever funnel is something you can build out afterwards that can last anywhere from 3 to 12 months. It is a longer term funnel that offers new and different “pathways to purchase” for your leads. Pairing the two together means that you give your subscribers multiple chances and ways to enroll at the time that makes sense for them.
Do I need to run ads to make this work?
Not necessarily! We always recommend you start out by building your funnel and testing it with warm, organic traffic first. This means your social media, visibility opportunities, or any other ways you grow your audience. Once you know your funnel converts, then we recommend running ads to it so that you can speed up your rate of growth. Inside The Passive Project, we have curriculum on how to run effective ads and also have our Ads Specialist, Melissa Litchfield (owner of Litchfield Media), available for your questions each month in a live Q&A call.
There isn’t a set time commitment required for Passive Project. You’ll ebb and flow as you implement different parts of the curriculum. Building your primary evergreen funnel will be a big project that will take around 20 hours. The Forever Funnel will take around 5-10 hours. Running a launch campaign might take you only 10-15 hours given how much time our templates will save you. Our biggest tip would be to put the calls on your calendar and block off 3-4 hours a week to work on your business (instead of always "in" it!). The students who show up for the calls are the ones who make the most progress. We have a high number of returning students who re-enroll in The Passive Project every 12 months, to continue their access to the coaching team, ongoing education, and new strategies. Show up and we'll keep you moving forward with momentum!
This is a high level program and not a month-to-month membership. Therefore this is a payment plan and not a "cancel anytime" membership.
You are paying for access to a full year and lifetime access to the curriculum. Once your 12 months are up, you will be offered to renew and stay inside the Members' Lounge at a special alumni rate.
You will receive lifetime access to the core curriculum. This means that even after you are no longer a member inside The Passive Project, you still get to keep the Evergreen Experience, Forever Funnel, and Launch University content.
As soon as you enroll, you will get 12 months of access to the Members' Lounge, which includes monthly calls, coaching support, the community, and Elevate magazine. Once your 12 months are up, you will be offered to renew with a special month-to-month alumni rate if you wish to stay. Many of our members stay for multiple years... the community is that good! ;)
We want you to feel comfortable enrolling in The Passive Project. If you join and find that the fit isn’t right, simply request a refund within 7 days of purchase. Please note that the split pay option is a payment plan, not a month-to-month membership. Because of the nature of digital products, this is a generous refund policy. Don’t be the person who joins, downloads every available thing, and then asks for their money back. It’s just bad karma ;)
- 1 Year Access to our Private Members' Lounge, hosted on Facebook
- 1 Year Access to our Lead Coach, Chelsea Wallace, for weekly feedback
- 12 Monthly CEO calls with Founder, Gemma Bonham-Carter
- 12 Monthly Q&A calls with Conversion and Ads Strategist, Melissa Litchfield
- 4 Quarterly Launch Clinic calls with Launch Expert, Chelsea Wallace
- 1 Year Subscription to Elevate: Our monthly Members-Only Magazine with articles, strategies, templates, + more
What do I get when I join?
What’s the time commitment?
Can I cancel anytime?
How long do I get access?
What’s the refund policy?
3
Step-by-Step Courses You'll Receive
12
Issues of Elevate Magazine per Year
28
Happy PP Students since 2019
Live coaching calls you get to join per year
1200+
let's MAKE IT HAPPEN
Build a strategic, smart system to make more course sales and transform your business.
Let's Do This Thing →